Your buyer's research used to take 12 weeks. Now it takes 4 minutes.
Your buyer’s research used to take twelve weeks. Now it takes four minutes (!).
That was the first slide Keith Holloway and I put up in our …
7 min read
Buyer Enablement
Does Your Buyer Already Know More Than Your Sales Team?
The car industry does something that almost no software company does. And it’s been hiding in plain sight.
They acknowledge, openly, that …
11 min read
Buyer Enablement for Content Teams: The Shift That Changes What You Create
I’ve been building sales enablement tools for years, so I feel qualified to say this: most “sales enablement content” is built for …
6 min read
Buyer Enablement in the Age of AI: How Not to Fall Behind
I’m going to be honest with you. I’m still figuring this out.
Not in a “nobody knows anything” way. In a “the ground is …
11 min read
The Content Gap in the B2B Buying Process
There’s a stat that gets cited in every B2B content marketing article: “buyers are X% through the process before they talk to …
7 min read
Why Your Best Content Never Reaches Your Buyer
You spent two weeks on that case study. Your designer made it beautiful. Your customer gave you a quote with real numbers. It’s genuinely good. …
8 min read
Your Buyer Champion Can't Sell Without the Right Content
Here’s something that should keep you up at night: your best deal is being sold right now by someone who doesn’t work for you.
Your buyer …
9 min read